Sector has up-hill struggle to change public image of care

Much of the national media sees care homes as a target, with the Daily Mail especially keen to splash stories about abuse and neglect across its pages. This was the downbeat note that marked the start of a discussion on how to improve the public image of the care sector.

Held as part of this year’s Care Agenda event in Warwickshire, operators heard Martin Green, chief executive of the English Community Care Association, paint a discouraging picture of entrenched stereotyping, editors blinkered by bigotry and politicians who lack the courage to challenge the negative messages.

“In the last few months there has been a lot of negative focus on residential care,” said Mr Green.

“We have seen issues of poor quality in hospitals being linked to care homes. An example of this is the campaign to improve nutrition – bringing care homes into this issue is simply a diversionary tactic to take the heat off hospitals.